Microsoft has no sense of identity as a company when it comes to marketing. Every campaign is some new weird angle or a copy of another companies tactics. If they are trying to make it lame & campy on purpose its a questionable move. How often does that work? Simple social factors preclude most people from strongly identifying with something that is marketed as being lame. The only time it works is if the product/service your selling actually is lame and/or boring and it's impossible to change that perception. For example, insurance. It's puzzling because Windows 7 is one of the few Microsoft products that actually is somewhat fresh and not just a minor version bump.